Measure for Measure: Comparing methodologies for determining newspaper exposure.

Abstract

Measure for Measure: Comparing Methodologies for Determining Newspaper Exposure Measuring media exposure requires careful consideration of both the reliability and validity of the operational definitions. This study compares two ways of measuring newspaper exposure — exposure to newspapers in general and exposure to specific sections of a newspaper. The study found that respondents report more time spent with the newspaper when measuring exposure to specific sections, rather than to the newspaper overall. Although the aggregated index of exposure to specific newspaper sections did not correlate with attitude measures, results did show correlations between specific newspaper sections and knowledge and attitudes.